WOMEN’S PREMIER LEAGUE: IS THIS JUST THE START?
CASE STUDY SOLUTION
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SYNOPSIS
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The Women’s Premier League (WPL) final was contested on March 25, 2023, at crowded Brabourne Stadium
mirrored. The atmosphere at the match exemplified the phrase for which the competition became famous:
“Ye Toh Bas Shuruat Hai” (This is just the start). Fans filled stadiums throughout the WPL competition to
support the best female cricket players in the world. Even though the final two games’ viewing figures were
excellent, Board of Control for Cricket in India (BCCI) still had issues to resolve before the start of the new
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season in February 2024. The event’s organizers had not given themselves the best opportunity for WPL
tio
franchises to connect with local fan bases. While women and girls could attend games for free, the attendance
was hampered by an archaic ticketing system for male fans. What measures could the BCCI undertake to
increase attendance at WPL games? How could they market and position the WPL more effectively among
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viewers? How should they analyze the value created by the WPL for its stakeholders?
So
OBJECTIVES
• To explore the strategies for enhancing the overall fan experience for fans attending sports games.
• To examine and learn how modifications in marketing, promotion and operations can influence the
popularity and success of a sports event.
• To analyze the co-creation of value in a sports business model.
• To understand and design positioning for a sport.
The Case Solution Starts From page 5
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ASSIGNMENT QUESTIONS
1. What is the WPL’s current market position in light of the information provided in the case? What
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suggestions would you give to improve WPL’s market position?
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2. What are the main reasons for the WPL’s success? What tactical actions do you recommend to repeat
the success in 2024?
3. How does WPL co-create value for its value chain participants?
4. Design the viewer’s profile for WPL. How should BCCI arrive at a positioning statement for WPL?
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Which marketing techniques should be employed to strengthen WPL’s relationship with the audience?
So
The Case Solution Starts From page 5
,3. How does WPL co-create value for its value chain participants?
The WPL co-creates value for its value chain participants through strategies and activities involving various
stakeholders. The students may mention that co-creating value in a sports league like the WPL typically
involves players, fans, sponsors, broadcasters, and other entities connected to the league. Here are some
key ways in which the WPL accomplishes this:
• Player Development: Investing in player development is crucial. The league provides training
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facilities, coaching staff, and competitive opportunities for players to hone their skills. This benefits the
players and the league by improving the overall quality of the play.
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• Fan Engagement: Fans are a significant part of the value chain. The WPL strives to create an engaging
and exciting fan experience through marketing efforts, promotions, and community engagement. Fan
m
involvement contributes to ticket sales, merchandise revenue, and broadcasting ratings.
• Sponsorship and Partnerships: The league collaborates with sponsors and partners interested in the
Sa
women’s league. These partnerships can provide financial support, exposure, and resources that are
essential for the league’s success. Sponsors benefit from the league’s popularity and the positive image
associated with women’s sports.
• Broadcasting:
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•
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•
So
The Case Solution Starts From page 5
, EXHIBIT -1: ERRC GRID FOR WPL
ELIMINATE RAISE
National and international boundaries
Gendered understanding of cricket (women are
equally good at cricket)
REDUCE CREATE
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
CASE STUDY SOLUTION
e
pl
m
SYNOPSIS
Sa
The Women’s Premier League (WPL) final was contested on March 25, 2023, at crowded Brabourne Stadium
mirrored. The atmosphere at the match exemplified the phrase for which the competition became famous:
“Ye Toh Bas Shuruat Hai” (This is just the start). Fans filled stadiums throughout the WPL competition to
support the best female cricket players in the world. Even though the final two games’ viewing figures were
excellent, Board of Control for Cricket in India (BCCI) still had issues to resolve before the start of the new
n
season in February 2024. The event’s organizers had not given themselves the best opportunity for WPL
tio
franchises to connect with local fan bases. While women and girls could attend games for free, the attendance
was hampered by an archaic ticketing system for male fans. What measures could the BCCI undertake to
increase attendance at WPL games? How could they market and position the WPL more effectively among
lu
viewers? How should they analyze the value created by the WPL for its stakeholders?
So
OBJECTIVES
• To explore the strategies for enhancing the overall fan experience for fans attending sports games.
• To examine and learn how modifications in marketing, promotion and operations can influence the
popularity and success of a sports event.
• To analyze the co-creation of value in a sports business model.
• To understand and design positioning for a sport.
The Case Solution Starts From page 5
, e
pl
m
Sa
ASSIGNMENT QUESTIONS
1. What is the WPL’s current market position in light of the information provided in the case? What
n
suggestions would you give to improve WPL’s market position?
tio
2. What are the main reasons for the WPL’s success? What tactical actions do you recommend to repeat
the success in 2024?
3. How does WPL co-create value for its value chain participants?
4. Design the viewer’s profile for WPL. How should BCCI arrive at a positioning statement for WPL?
lu
Which marketing techniques should be employed to strengthen WPL’s relationship with the audience?
So
The Case Solution Starts From page 5
,3. How does WPL co-create value for its value chain participants?
The WPL co-creates value for its value chain participants through strategies and activities involving various
stakeholders. The students may mention that co-creating value in a sports league like the WPL typically
involves players, fans, sponsors, broadcasters, and other entities connected to the league. Here are some
key ways in which the WPL accomplishes this:
• Player Development: Investing in player development is crucial. The league provides training
e
facilities, coaching staff, and competitive opportunities for players to hone their skills. This benefits the
players and the league by improving the overall quality of the play.
pl
• Fan Engagement: Fans are a significant part of the value chain. The WPL strives to create an engaging
and exciting fan experience through marketing efforts, promotions, and community engagement. Fan
m
involvement contributes to ticket sales, merchandise revenue, and broadcasting ratings.
• Sponsorship and Partnerships: The league collaborates with sponsors and partners interested in the
Sa
women’s league. These partnerships can provide financial support, exposure, and resources that are
essential for the league’s success. Sponsors benefit from the league’s popularity and the positive image
associated with women’s sports.
• Broadcasting:
n
tio
•
lu
•
So
The Case Solution Starts From page 5
, EXHIBIT -1: ERRC GRID FOR WPL
ELIMINATE RAISE
National and international boundaries
Gendered understanding of cricket (women are
equally good at cricket)
REDUCE CREATE
e
pl
m
Sa
n
tio
lu
So
The Case Solution Starts From page 5
